We're looking for an FMCG-trained challenger and hustler, someone who plays to win, is tired of playing it safe, and wants to build a category-defining brand rather than manage one.
Crisps taste brilliant but deliver nothing nutritionally, while \"healthy\" snacks lose on taste. 18% of UK adults eat crisps daily despite 60% trying to eat better, and nuts, though growing fast, stay niche. Confectionery already solved this trade-off with protein bars. Savoury snacks hasn\'t. FISTFUL is filling that gap: the first high protein, high fibre nut crisp that actually tastes like a crisp.
As Commercial Lead, you\'ll own go-to-market from scratch, with a sharp focus on out-of-home distribution for the 2027 launch. You\'ll report directly to the Founder, build the playbook as you go, and hold real equity in what you create. Early-stage risk, real ownership.
Own how Fistful gets to market.
We\'re looking for a hands-on commercial builder to own Fistful\'s routes to market — wholesale, distributors, vending and field sales — and the sales operations behind them. You\'ll open and grow accounts, negotiate listings, and keep orders, forecasts and invoicing running as the brand launches.
This role suits a commercial operator who\'s as comfortable hunting new business as managing an account or processing an order, and who wants the kind of end-to-end ownership that only exists at the early stage of a business.
Hybrid working. Market-aware salary. Ownership participation intended for the founding team.
About High Performance Foods
Purpose: We exist to prove that better-for-you snacks should be the most enjoyable.
Mission: To build the world\'s most loved healthy savoury snack brand.
Vision: A world where choosing a healthier snack feels like a win, not a compromise.
